AI-Driven service quality and sustainable consumer behavior: A social psychology perspective in quick service restaurants

Abstract

AI is transforming the business operations of quick service restaurants (QSRs) through enhanced delivery of services and customer engagement. This research seeks to investigate the determinants of AI-driven service quality, e.g., perceived value as a mediator, and their influence on customer satisfaction based on the SERVQUAL model. The participants in this research were 459 respondents from the millennial generation. Simple random sampling was used in data collection through a structured questionnaire. Tangibility, reliability, and responsiveness are the primary determinants that play a significant role in customer satisfaction, with perceived value being the mediator. Perceived value mediates the relationship between AI-based service quality and customer satisfaction. QSR players can utilize these findings to simplify their service models, pricing strategies, and brand communications to maximize customer satisfaction and loyalty. Empathy and assurance as additional dimensions of service quality can be explored in future research.